This year, as part of the Global Network for Advanced Management, UCD Smurfit hosted a week-long module “Digital Marketing – Understanding Opportunities and Devising Strategies”. A cohort of around 25 MBA students from Fudan University School of Management, Technion-Israel Institute of Technology, IE Business School, EGADE Business School, Yale SOM, and UCD Smurfit met in Dublin, shared drinks and talked digital.
Within one week, we were quickly, but comprehensively, taught the basics and nuances of the subject: how it works, the trends and future, and the quirks and twists. In a nutshell, search, social media, mobile connectivity, and web 2.0 skyrocket because they cater to a basic Homo sapien’s nature: freedom or in this case: the freedom to consume media whichever way is convenient. By establishing a seamless integration with web, social and mobile and communicating relevant messages, organisations can attract new prospects and retain their existing customers.
Dublin – the digital capital of Europe – made a perfect backdrop for such a digital marketing marathon. Real-world study formed an integral part of the module. We were bussed to Facebook, Google, Hubspot, learned directly from senior marketing professionals, and marvelled at their stunning offices – or rather working playgrounds. These companies occupy different digital space: social media, search, and content with distinctive marketing approaches. All presentations boasted strong growth in digital marketing spending, notwithstanding the economic recession. To cap off the learnings, we worked on an actual marketing project for NewsTalk and presented our findings to the CEO and marketing manager.
A Dublin experience would be incomplete without the vibrant Irish nightlife. We got to visit Guinness Storehouse, ate Irish lamb stew, and enjoyed the varied offerings of Irish beers and liquors accompanied by live Celtic music. 
The atmosphere was perfect to cool off a long day, share a laugh, and make friends. Many people planned to keep in touch, and see each other in the future.
In our highly globalized world, the ability to develop networks and collaborate with others outside our comfort zone is more important than ever. The connections between leading business schools, companies and students were made possible by this opportunity. I would like to thank the companies, lecturers, organisers, and students who together made such an unforgettable experience.
Cong Vu.
FT MBA 2014